Social Sharing Boosts Email CTR Up To 115% [INFOGRAPHIC]


Social sharing is an unstoppable trend in email marketing. Actually, we could risk stating a thesis: email is a social tool, too. Why? Just check out the figures from our latest research on the impact of social sharing, which we unveiled in the infographic Email Marketing + Social Media. When 1+1 Equals More Than 2.


Before you actually proceed to check out the striking results revealed in the report, ask yourself one simple question:

Do I share?

If yes, proceed to the infographic to get sound, physical proof of the effectiveness of your social strategies.

If no, proceed to the infographic to see what you’re missing, and ask yourself the second question:


Why don’t I share?

The major finding of the GetResponse analysis is that the number of users who include social sharing buttons in their emails increased to 18.3%. Compared to last year’s results, that’s an increase of 40%.

But that level is still comparatively low, if contrasted with the exceptionally high performance results for newsletters that included social sharing buttons. Those emails had an average click-through-rate (CTR) 115% higher. Check out yourself:


GetResponse Email Marketing and Social Media


Highlights of the infographic

  • Facebook, included in 91% of social emails, outdistanced Twitter, becoming the most popular sharing option. Its popularity increased by 10% compared to 2010. That’s a huge jump, compared to Twitter’s 25% drop.
  • LinkedIn sharing buttons are less popular than last year. The number of emails that include it dropped 25% since last year. This drop only emphasizes the jump in effectiveness of the LinkedIn link. The CTR for emails that include it has soared by almost 400%, making LinkedIn the top performer in CTR – that’s a result worth fighting for.
  • The outstanding CTR results for social emails (115% higher) contrasted with the comparatively small number of actual shares per 10,000 emails (Facebook: 23, Twitter: 7, LinkedIn: 4) only further punctuate their extended viral impact.


What does it all mean?

Sharing is power.

Facebook has over 800 million active users worldwide, each with an average of 130 contacts. All are potential ambassadors of your brand. Just imagine the buzz one single campaign can create… or the damage from one publicized complaint.


This sheds a completely new light on customer-brand communication. Brands need to assume a more personal tone, respect individual voices and react in real time to all sorts of feedback. Brands that create a true relationship with their customers and respond to their needs with relevant and timely offers will benefit greatly from the enthusiasm of their fans.

All of that, just by providing sharing options in emails. And the best part is that with GetResponse there’s no added cost to include social media sharing, so it’s pure ROI.

If you still don’t believe us – get the infographic, print it, and come back to it now and then to remember that the stake’s high.

And now let me ask you one more time:

Do you share?

  • Adi

    Just so I’m clear on the findings. Having social buttons mean people click through to read the content promoted in the newsletters more often?

  • Integrating sociability into email is a natural progression for continued connectedness. This precedes the emergence of integrated video email beyond the level of Gmail and YouTube, where custom videos play in succession but retain user’s attention without being diverted to extraneous videos and irritating advertisements.

  • Great inforgraphic Hanna! Love it. My clients are going to find this very informative.
    Brent Stack

  • I share ! but what does it mean exactly Email CTR ? I can say that ctr of the link can be 15% for example, but email hmmm. Can you be more clear as noticed before 🙂

  • I am an insurance agent who works with Baby Boomers. I have buttons to allow people to share on Facebook and Twitter. My blog links to Linked-In but not my email. As I understand, Linked-In is more for business to business marketing. My target is more busines to consumer. Most of my clients are on FB.

  • Hanna Andrzejewska

    Hi Tim, it’s true that you should focus on keeping the conversation going via the channels that gather the majority of your customers. However, including a link to share on LinkedIn might be a chance to reach new audiences, so it’s worth to consider it. Especially when you take into consideration the effectiveness of this link.

  • Anonymous

    Hi Tim, it’s true that you should focus on keeping the conversation going via the channels that gather the majority of your customers. However, including a link to share on LinkedIn might be a chance to reach new audiences, so it’s worth to consider it. Especially when you take into consideration the effectiveness of this link.

  • Anonymous

    Hi Adi,

    Yes! If you assume that you share interesting and relevant content, the correlation is clear.
    However, it also proves that the order can be reversed. Once you’re inspired to share (because it’s so easy to click) you’re also more inclined to familiarize yourself with the content you share, especially if it’s created some buzz. Hence, the exceptionally high email CTR.

  • Adi

    Thanks Hanna. It was that last point I found interesting. After all, one would assume content is interesting or not, the presence of sharing buttons would not make a boring newsletter interesting. Unless the presence of sharing something somehow makes us feel closer to that content, that the act of giving our stamp to it therefore makes us have to like it more.

  • Anonymous

    Exactly: facilitating sharing does make people do it more. And once you share you somehow feel it’s more yours. Strange creatures we are:)

  • Hi Hanna, great post. Would you be able to share with us the sources of the information used on this post, and which countries were includes during the process of creating this infographic? US? the entire world? thanks!

  • I agree this is one he really fascinating aspects of this. This is one reason why most people curate content on Twitter, rather than creating it. Just the act of sharing another’s content puts your own stamp on it. You may not be the producer, but you are the source.


  • Anonymous

    Hi Roman, sorry to keep you waiting, I just had to confirm some data with Aga Dabrowska, the author of the research and the infographic.
    So getting to the point, the email CTR, as we take it, is the ratio of all clicked to opened, and that’s the methodology applied in the research.
    If you’ve got more questions do not hesitate to contact us:)

  • Anonymous

    Hi Martin,
    the external sources of data are listed at the bottom of the infographic.
    As per our own research – we’ve surveyed more than 2,200 million emails sent by over 200,000 active users from all over the globe, including 9,000 US based accounts, over a period of time Jul 2011-Sep 2011.
    If you’ve got more questions on the methodology of the research do not hesitate to contact us.

  • Thank you so much for your reply Hanna! 😀 I just needed to put this in a context.

  • So, you can get up to 115% more clicks, but what’s the average?

  • Hi
    Thanks for this but I thought the Social sharing buttons on an html email were either all or none, so Im a bit confused that the above includes 1,2,3,4+ buttons?

  • Hi, you can include individual buttons – to the selected social networks (so for e.g. you can only include a Facebook share button or a Tweet button, or both, etc).

  • Hi, actually, there’s been a bit of a misunderstanding here, as 115% is in fact the average increase in the CTR you can get, according to our findings. As you’ll see from the text, there are examples of even a 400% boost to the CTR.

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  • Anonymous

    Thanks everyone for your appreciation and spreading the word!
    The gigantic number of your re-tweets ensures us that we’re heading the right direction by focusing on providing you with all sorts of handy resources and insights.

  • Jamie

    What are you “sharing” with the buttons? Do they point to the homepage of your site? Your social media pages? Or is it the newsletter content posted at your site?

  • Anonymous

    Hi Jamie,
    you actually share the newsletter itself. As you edit it you can enable saving the newsletter online in your Email Archive, and you share the link to it.

  • Hi Hanna,
    I’m still not clear on the third chart.

    If I understand this correctly this means:
    – 2.6 per cent of people clicked through to the promoted content if there was no social sharing anywhere in the email.
    – if there was a Twitter link, then 5.0 per cent of recipients clicked through to the content. However, the graphic contains no information on how many shared the linked content through Twitter.

    Is that correct?


  • Anonymous

    Hi there,
    yes, your observations are correct – the click-through rate includes all the links in the newsletter, not only the link to share, as we’re unable to track them collectively for all the 2,200 million newsletters that were analyzed.
    However, you can check that yourself by viewing clicks for particular links in your newsletter stats (email analytics panel).

  • Thank you very much for clarifying!

  • Irfan Trends


    Its amazing, my business has improved 10 time , we provide service through this medium and the customers just HAPPY..!!